DeutschlandCard is the name of a customer loyalty program operated in Germany since 2008 by DeutschlandCard GmbH, an affiliated company of German Bertelsmann Group, one of the world's largest media corporations. The program offers companies an effective tool for customer relationship management in the shape of a customer card. Consumers are rewarded for their loyalty with discounts and bonuses. A wide range of partners ensures that customers reap benefits fast. For the companies this means that the customer relationship is quickly strengthened. In addition, they obtain diverse information on the behavior of the program participants in all sales channels. They can thus address new target groups and raise their profile. More than eleven million customers have a DeutschlandCard. Each of them uses the card around seven times per month at any of more than 10,000 participating partner stores, which include Germany's leading retailers, across numerous consumer-oriented industries. Consumers accumulate bonus points by shopping at the retail locations, and then exchange those points for awards and bonuses listed in DeutschlandCard's catalog, pay at the checkout directly with bonus points (in-store redemption), or donate points to charitable organizations. DeutschlandCard is a subsidiary of arvato, the global outsourcing service provider of the Bertelsmann Group.
After integrating a new program partner that had a very large data volume from the company's bonus card program, DeutschlandCard GmbH needed to ensure the speed of extract-transform-load (ETL) processes and structured query language (SQL) queries, achieve a substantial increase in data warehouse capacity, and provide stable operations without unplanned downtime.
The company chose Oracle Exadata Database Machine with Oracle Exadata Start-Up Pack Service, including 15 days consulting and quarterly patching service for one year, to ensure a hassle-free implementation of Oracle Exadata and its immediate entry into production. As a result, DeutschlandCard achieved substantially faster ETL processes and reporting on the first day of operation, and much higher SQL-query performance, while ensuring stable operations and minimum downtime.
"The Oracle Exadata package, comprising servers, storage, networking, and software, constitutes the perfect IT environment for the DeutschlandCard loyalty program. We combined it with Exadata Start-Up Pack Service to ensure a seamless deployment," said Dr. Clemens Schäffner, director business intelligence and IT, member of the board, DeutschlandCard GmbH. "We are very pleased with the patch management, delivered during precisely defined downtime windows by Oracle Advanced Customer Support Services—and the thorough coordination with the IT services provider of the Bertelsmann Group, which ensure the seamless operation of DeutschlandCard's Oracle Exadata environment."